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Catalog coverage · antisocialsocialclub.com
Anti Social Social Club (ASSC) is a streetwear label founded in 2015 in Los Angeles by Neek Lurk (Andrew Buenaflor), a former social marketing manager for Stüssy. The brand originated as an emotional outlet for Lurk’s struggles with mental health, channeling feelings of depression, self-doubt, and isolation into its core identity. Its aesthetic is defined by minimalist garments like hoodies and tees, featuring the brand's signature wavy logo and provocative, melancholic phrases such as “Get Weird,” “Mind Games,” and “Self Doubt.” ASSC quickly gained a cult following through its unconventional strategy of limited, unpredictable online drops, which created significant hype and consistently sold out within minutes. The brand's rise was amplified by early endorsements from cultural figures like Kanye West, Kim Kardashian, and the K-pop group BTS. ASSC has maintained relevance through a vast portfolio of collaborations with brands ranging from A Bathing Ape, Dover Street Market, and Rimowa to Hello Kitty, Honda, and DHL. Despite its commercial success, the brand became notorious for severe shipping delays and poor customer service, which became an ironic part of its narrative. In May 2022, Anti Social Social Club was acquired by Marquee Brands. Founder Neek Lurk has since departed, and the brand continues to operate under its new ownership, celebrating its 10th anniversary in 2024 with retrospective collections and new creative projects.
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